For grocery retail marketers, silence is not golden because it leads to a lack of visibility and exposure in a highly competitive industry. The Vericast Industry Grocery Dive Playbook explains why:
- Withdrawing from weekly circulars limits exposure and accessibility to consumers who rely on them
- Businesses that reduce marketing efforts risk losing customers
- Increasing marketing efforts when others stop helps reach new customers
- Continuously promoting savings and deals makes products more accessible and affordable for financially challenged consumers
- An omnichannel marketing approach enables grocery retail marketers to reach and target a wider audience
“For grocers, their primary advertising vehicle is their weekly circular, and we had a few that stopped advertising for a couple of months,” said Julie Companey, a director of client strategy focusing on grocery for Vericast. “They quickly saw a sales decline.”